Accroître les taux de réponse des sollicitations promotionnelles en vente à distance. Proposition d’une segmentation concomitante des clients et des offres

Abstract : Increase the response rate to promotional offers in the mail-order business: a twofold segmentation approach Despite the increase of promotional offers sent by mailing, the models of segmentation used by firms show some shortcomings. In order to more effectively manage the heterogeneity of customer responses to mail-order offers, a segmentation method based on latent class analysis is used. The outcomes of this study highlight that to improve offer targeting and to increase response rates, companies should apply a concomitant segmentation of customer and promotional offers.
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Journal articles
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Submitted on : Wednesday, October 9, 2019 - 4:11:19 PM
Last modification on : Thursday, October 10, 2019 - 1:30:42 AM

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Laurent Carpentier, Dominique Crié. Accroître les taux de réponse des sollicitations promotionnelles en vente à distance. Proposition d’une segmentation concomitante des clients et des offres. Décisions Marketing, Association Française du Marketing, 2015, 79, pp.75-91. ⟨10.7193/DM.079.75.91⟩. ⟨hal-02309853⟩

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